thank you very much and that the other hand you have tried all thanks for being here but I would like to do it already

00:18

so let's look about your brain I'm my friends these brain there be like a different story like all other brains are we all have 1 supposedly except for Donald Trump probably a little same right there so you bring us getting out and now with what's in there the brain consists of 3 main parts and highlighted here sure all right the listen brain is actually pretty similar to reptiles spring this is the brain stem and cerebellum and this is tasked with her survival Her fight fully instinct so imagine you're walking through the woods encounter a grizzly bear solves right in front of you staring at it and distinct extent they had gas or adrenaline going it make sure that you're bodies making an offense it will raise your heart rate a blood pressure it dances for muscles gives you a good goose bumps dilated pupils and actually moved 3 ease of right the dog it then ready to either fights especially to the summit regular landing right and this is what gives you a long-term memory visual memory both your emotional memory your muscle memory so if you're a copy and paste mania but because of this the shortest shortcuts stored here and this has a strong influence our behavior and in there is middle of on each side to Oman shape course that link sensory information to emotions this gives danger emotional value so let's say you're facing his dressing there you decide to find it but you lose then information is stored by the amygdala so the next time you account for grizzly bear this will just take over and immediately tell you start running that's pretty useful and as you knew brain your neocortex with the uh prefrontal cortex this is what we used to think with 2 reasons and this has infinite learning buildings and what has been learned cannot be a law you then create stronger wants to have 1 thing presence over the other but you can't tell the brain what not to do like tell you I do not think of a pink elephant I assume your thing the kelvins now the and the interaction with 3 between the 3 part of a break is what makes us human is not the opposing stance that it said how we unconsciously use all the parts of the brain for decision I would use it for advantage to make

03:18

click unless you sample from Jamaica

03:24

anything run the demand pretty fast runs distance track distance of 200 meters with average speed of 37 . 5 kilometers per hour yes to this the call

03:42

he runs a distance of 3 kilometers with an average speed of 24 . 5 kilometers per hour that that's pretty fast and is white

03:51

rhino it weighs close to 8 thousand balance and refer to chase Usain Bolt local Coleman they both die this animal words 12 per cent faster than the same it that surprises you the suffering from bottom to

04:10

distance a the mental state we're feel discomfort when something happens that does not aligned with how you field you should feel about what's happening what uring word deciding and we have a motivational drive to reduce dissonance by altering conditions at

04:35

so start of few years ago I want to buy a new idea all I don't stand in line for products much but if I do is likely going to be to give more money to at and I can choose likely to variations black and white is what would the iPad Mini against condition black-and-white so was in line a long line but in the end it took me like to have 1st 2 up to buy the thing the presenting their chat and the other people around me I 1 the black 1 because obviously these like 1 and been queuing for for 2 hours and then store manager came out and told us all your luck we still have plenty of I pass through all those meeting again when up by a wild like once the plenty white ones that's sort but then I thought and if it were like 2 minutes everyone 1 is a black 1 I'll be unique that white on I'll be like the snowflake of I'd land I all the smut as I make my greasy fingers we'll be so visible on black and white no no distraction those stretches will also be like way more visible in black and white so to the no more than 2 minutes to Schafer reasoning and rationalize why I actually won the white 1 and I was so happy to out like once does that mean me realize that I was about to make a terrible job decision then buying white 1 if here if you whole apple apple shares welcome but is all the time we chased rules to decrease the likelihood to second-guess later we second-guess later after making a purchase 0 suffer from up both parties distance Our or buyers remorse I want to pretend

06:42

that we want people to feel good about what to buy so if you run out 11 likely have this source software as a service you need to constantly remind people of having made the right decision so they don't go against description start with openers sign-ups cinema local e-mail let them know how much you appreciate them being there as a good feeling the the I use boarding that targets both new and existing customers and specially car manufacturers are really good at that France's Skoda the slogan simply clever which tells prospective buyers will the wheel with cover by Skoda but also constantly reinforces the belief that they want Skoda owners to half ZAR clever people and right choice so want to prevent biting more wanted different thing we can use as being use on you and that's commitment FIL have mobile persona at home I'm caring husband and father any office I'm gasoline to sign off on expenses only applicable bunch of different results the and we tell stories to ourselves and to others about those like how we want to be the 1 see true to them so when I'm walking down down with my free world daughter a song comes up to me where his dream jacket and tells me well the see what with the daughter do you want her to grow up in a world with which he sits still enjoy Wales 30 years from now and clean oceans ensure that triggers my the fatherly persona yeah my . to grow up in clean world like unpolluted I wanna be a good person I want to have wheels 30 years from now because wheels the and then they go would would like to make and donation is really hard to say no for most people because her tapping into the persona you want to straight stay true to it and be a good person so most people say yes and what we I know these tactics went down this off on the model just give their mind when is victory for personas we also have branches cells

09:15

so I drink coca-cola I some people drink that's and when year prefer that overcoat to so Solomon so vocal person I don't think that's I may be dying of thirst in a desert somewhere down the 3 I may consider a set but otherwise are let's not go there the a center because it taste but I can difficult for a long time I liked it but also believe I'm Copas I quarter coke everywhere don't ever that's sold ordering a taxi next week because I'm a political 1st an apple as we do

09:59

something really smart probably not on purpose they created these gateway drugs to Apple products so this year it'll ipods and the 1st iPhone and this is what makes apple billions in seals off Matt books NIPS these are relatively cheap compared to other Apple products like the expensive devices but the barracks 280 metal probe or nite that the search searching so I but I thought there's pretty cool like the best and if you play out how there then years down the road iPhone was launched so Bronson bought 1 then while later I need a new a new laptop How wasn't by Samson because Apple had point in brain my brain that I never worse I pull napus that I like happen so more likely to buy Apple hardware 190 something new the for ask people to come to commit to

11:09

something small in Apple's case an iPod is relatively small from the about that I can be a 30 day trial but no strings attached to a sign of up note that got and start using it small commitment and we'll talk money later best these 4 to convert the answer and have them write it down I've written commitment is always stronger than any alternative FIL status is reviewing Internet someone water cannon camera Road is Austin can review the that may lead me to bite but more importantly someone wrote down I think and is also so the next time through the market for buying you can they're likely to buy can because writing it down created this for activated this can persona within them this the social nation we want to be belong verses big word and all 1 be all like the

12:25

the for sake Yarlagadda short standard camera segments from the 1960's seasonally to generate in the elevator now is kinda stuff these faults were entering man with a way to go the trench coat and subsequently 1 of member of us of the story and you'll see this thing in the and that what the what the little by little and this is what we really making an excuse But turning did as a little bit more of it all How would try it once again is that can subject becomes can can we have the least and this name has apparently do and it is to work and theft

13:44

and it will last until this book with his head on the other where has it tells us that will turn to the rear Charlie clothes the moment later have roots change positions and few

14:12

vessel units like imagine walking down the street heard to people stop insight on sidewalk the subject of the everyone starts would not because there must be something going on there and we don't wanna be left out we constantly need social of validation and atoms rating sort of 4 on any website the the 1st and foremost there to unconsciously activator need for social validation Mommy see these we know we can validate so we want to this is a great tool for us to rationalize a decision we've made unconsciously the so this is Amazon .

14:58

com we have this freedom we bought together section as only there for social nation where there's no special deal if you add up the numbers might take the pricing those 3 individual items and them up but then got the same price there's not a discount here is just people like me who bought this 1 book also about the other thing but

15:25

this hotel . come and they add personas so what I'm looking for my family I will choose the family person when I'm looking for a trip to respond I'll choose the best persona so that's good I can identify identify with that and then they noted statistics and charts really apply to right today have these bar charts sure but he counters the it is not 4 out of 5 no is 4 . 4 5 5 the because the old brain white factors like do more precise it seems lot easier it is to make us believe that has to have each value the the same goes for you too so again

16:18

and some the most you'd feeling you you are runner-up as Justin Bieber with lesson health of use there's a counter right bottom white over 2 billion views and the sky rocketed s soon as the news broke that this was the most if you did you ever because people have seen gap like well the whole world seemed guests and I have and had OTU tubes are watching and on the sky rock and that's why it's like so far haven't Justin Bieber on which actively appreciate that'll be attention thus and a feeling of being left out of the herd so speaking

17:03

of reviews which would best all the ranked in water so let's say I'm on the market for buying new got 2 small kids aged 3 1 and 1 of my long mower so I asked my neighbor with yeah lawnmower is any duties while right Best purchased every 5 he says I for the world as well I ran over the long lower and nothing happened and stretch and about the I trust Percy's bossman neighbor but you persona with a story on the internet In a reason you also of John John is a 4 year old any ran over a long nothing a school I can identify with him salvia capture of trust then there's just a story someone saying well what the lawnmower man over someone nothing happened to problem by the will buy again article and then last just history 4 out of 5 stars well is better than 0 stars it on web site itself sells lawnmowers and the scan options and the 6 with 0 ratings but don't by any of those although the Bible ones that actually have a rating we will

18:34

do what others are doing monkey see mounted in what we specially want something we cannot have always anyone the now we want the last item in stock of 1 the last CD at this rate a Scorsese bigger that let me tell you story about Coca-Cola

19:02

are which isn't there accidental so in 1985 Betsy have been take taking 8 over time like market share of the color mark and people still so what people like that they're like this slightly sweeter taste of Patsy over co To cope figure at we need to counter this were going to change the rest as will be now called New Coke back then it was just recipe of cocoa so they had a taste test and there are many theories on why taste test field of 1 of them is sparse people had the opportunity to taste classical which he could buy everywhere and they could taste the New Coke like hell that can not available anywhere else and I don't have it now and never again unless I say I like this better in hindsight it should have labeled the cops probably people said well I like this new culture so cold start using you go to the change recipe on the packaging changes all good until today shelves people hate it's new I 1 you'll go back someone even sued the Coca-Cola Company but they lost but still and go go ahead to refer the whole thing they had to revert back to the old recipe and New Coke was sore gone a go code was now called classical because people wanted that taste the they status floor and it was a very very very expensive experiment for Cocle we want stuff we can't hack the sum of all 3 about

21:08

400 thousand pre-orders I am pretty confident that is the action and warehouse withheld million of those they would not yet have sold for a thousand of a lot of free water and if the order now and the top of the list I want something I cannot have right now but as soon as they hit the streets and 1 of the 2 1st wanted tribesmen of 3 I was a

21:39

gas when this picture was taken 2007 June release of the 1st item I'm probably somewhere in there are in line to buy this new iPhone and this is apostatic becomes something new iPhone Apple Watch or whatever is always this thing will hit the shelves in a few weeks on yeah we have with some issues sourcing bots and so on there will be enough for everyone down people get online because you don't wanna miss out was next batch coming who knows 3 weeks 2 months we want to have it now especially the women of stock those

22:32

were the pricing you snooze you lose on top amazon's deals of the day if you don't buy today the bone we saying the deal tomorrow by the same goes with so I think is best by the bottom right the bottom left 1 at the maybe even argues that unethical this is started 2 words i young girls so instead of sparsity prices it simply it's a first-aid school a legacy of fossils if you don't ordered is also I out the now it will be delivered to your home on time for a 1st a school if a rescue line you will not be cool kids this could be like over that line think she should or should do but also the sparsity

23:30

and information then the Scotch you so this is a mailing list In a pop up all the time if you sign up for me was today you get is also information inbox for free if you don't find it today but tomorrow the missing out on each 1 intangible this this is what specially for you this will only be delivered to your inbox began find it anywhere else so then sign up for the mailing list we always unsubscribe later then the empolis deep getting all content somewhat like someone won't but if I make sure that we don't miss out on receiving it so we

24:15

constantly limits applying time box office we do for physical products Rosalia at you could be I invite only like the 1st ones in you need a referral code for to be able to invite friends like Google Wave massive success you is say well mn only allowing 100 you can be created this month the semi waiting list people eat that shit but alright many cues and we all like to believe that we choose consciously but we don't really raw for many options we can decide like I like going to restaurants with like 3 menu options because otherwise ideas can choose who would just choose don't just use unconsciously and come up with on rationalization later that is the the

25:20

Starbucks menu if you would have the size in there I would make some up you've never been to starboard before any tell you we have then T grand and it will be impossible for you to know which size is which they deliberately don't use small medium large because they want people who are unknown to the brand to pick the middle option we can determine importance we will choose the middle 1 only can choose 3 a factor was last year was at a McDonald's what he had 2 sides of drinks small and medium when a small right those theory have small immediate while getting medium

26:13

of course as you get the pricing page training 3 options highlighting a 1 of the best value I bought by companies like yours when we don't know what to compare these on what a basic comparison comparison on what is biting in 1 that's the easiest and then the highlighted doesn't hurt so the dry few bit to words find the middle option and is the cargo cult everywhere of course but it does work so let options the easier it is to choose the most likely it is for people to not possible people dislike post-purchase dissonance so how can I prevent that I'm going to regret purchase under sleep on I know it by tomorrow nope you sleep on went to buy today as money but all right reciprocity when receiver favor gift we feel like giving back maybe 1 the nice maybe the feel obliged to give back but mostly we have this unconscious feeling of indebtedness and that is something you want to get rid of we don't like to all anyone so my company we send out

27:45

tuples if a typical Dutch cookies some people started their free trial we send them this box are forced to profits for free no strings attached and if you don't sign up a product as the free trial that's OK don't receive these are we to make and you will feel indebted to me is not going to make you buy a product Dennis fiction but this will help you if you like so much sure this could just be sure women and give you money a like amount and of course also creates brand awareness and something to talk about and not look for the fundamental introduction and things like that of but has no strings attached if you expect something in return that is not trigger reciprocity this is all

28:47

bullshit this is all not free shipping these are even exchanges you will ship for free if I spent over 50 bucks that is not free that have strings attached that's even the this free shipping whatever

29:09

you by belong to send it to you for free physical I think that but by you

29:21

information can be given away free is well no surprise from blog is good for an inbound traffic of course ends up in Google and is a funny articles have in-depth articles on Mongo DB and all that so you have this bitch you have an issue you don't have to fix it if you google it if fat find a solution on are block for your available on the website or your stack overflow answer that get more common points for us this means a school company the gain information for free to draw as on the trigger and seals but it does create what something that it's in the back of your mind the about company again you like the cold I SketchUp office and free information it's the gift of saving time you have an issue that I give you the solutions and decision 2 hours of work that's a different so the

30:21

get should have no strings I guess and come in many forms and I'm sure you can find 1 that either fits you were best you could be selling software have a gift you could be some consulting services you could be selling yourself as the I'm a nice person random act of kindness goes a long way we hate losing with often take things for granted Boeing haptics sense of losing I think I've taken away from us so say

31:01

2012 Instagram change their terms of service so that he could sell your content bold but then like that they were so selling your privacy devise bitter the and we take away

31:22

something from someone ready matters does the research and which patients hence the males will were told they could be treated they could be operated on and I'll then they told well if you take this of treatment if 90 % chance of living they were like do it the the how they told take this treatment effect them percent chance of dying way less people opted to get the operation the because a 90 cent chance of living is way better apparently the 10 suggested dying so avoid those aligning words and when you do sell something to

32:11

someone turn into a story we'll like stories we love stories are brain that's stories helpless to breakdown something in chunks visualize it and then story it in our long-term memory and pictures after we still or

32:31

all brain scans for pictures not so let's say you get to see differentation again 1 year from now you will remember 10 % of the worse I've been are speaking out today dual member 60 % of the pictures in this presentation so tell stories and

32:53

use pictures forsake look at how we can combine all the things this is a hotel so search result so I'm looking for a place to go this case we've elements Virginia I and again this often go and it's full of everything which is discussed there's a story there which is a picture the the ratings and they went to both star ratings and 4 . 5 out of 5 1st statistics 0 . 0 7 miles to town center really but my brain like step it likes the 0 . 0 7 it makes it so specific the test the good there's some Triton into your social nation someone else but be a 16 hours ago nurse reciprocity you can cancel this for free no strings attached yeah sparsity there's only 4 rooms left and then what I'm not sure what to be sidelined hanging around the stage for a little too long this thing pops up just to remind me that someone else or on with a different hotel because maybe I don't quite like this 1 so that pop up they tried to have me go to different results for different hotel and it all denser over again what

34:30

or whatever you do be authority establish authority whether you're selling your product for a consulting time anything else make sure people in the I'm trying to to establish authority right here I must say sure enough that gives me a certain authorities but in the beginning at these bring pictures I mix in some medical terms that must mean I know what I'm talking about right I active feature brain by telling stories effect I started by saying let me tell you a story which pressure brain into proceeding of gonna psychologist I General books you have to be psychologists there I'm just a business owner wanting to sell this product a both on events in the best Muriel's error tracking and performs wanting to out there and my name is you should totally follow me on Twitter because the thousand people just like you can be wrong

35:42

thanks very much that if you didn't have the the the the the fact that this was

Inhaltliche Metadaten

Whether you want it or not, you're the constant victim of neuro-marketing. By tapping into your "reptile brain", you are unconsciously made to click, like and buy. We'll look at scarcity, social validation, reciprocity and much more. All web apps have customers of some sort, and it's your job to guide them, either for usability or profit. You'll learn how to see others' influence on you, and maybe to exert some influence of your own.